Alibaba Group's Tmall Luxury Pavilion site has unveiled a redesigned app which features a new Maison store format.
An invite-only option available to luxury brands, the latter is a designated tab on the homepage of the Luxury Pavilion distinguishing these companies from other labels. Lili Chen, General Manager at Tmall Luxury Pavilion, says: “The Maison concept was designed so luxury brands could digitally embody their unique brand stories, heritage, savoir-faire and innovations, as well as their in-store atmosphere and energy.”
“We’re helping them engage with online luxury consumers — mainly the ‘always connected’ generation of young consumers, but also consumers in lower-tier cities that rely on digital devices to buy luxury goods. We want to provide them with the best tailored, immersive shopping experience that they would get shopping in a bricks and mortar store.”
Italy's Bottega Veneta is one of the first brands to opt in to the new concept, alongside Valentino, Burberry, Tod’s and Zegna.